创新家电市场渠道建设——基于家电下乡政策并以海尔网格化建设经验为例

Innovate in Channel Construction of Appliance Market

伴随"家电下乡"政策的出台及实施,我国家电企业越来越关注对农村市场的开发。为了迅速抢占农村市场,家电下乡企业必须加强渠道建设,健全农村市场网络。分析农村家电市场渠道建设滞后的原因,深入剖析海尔在农村家电市场渠道建设方面的创新——网格化建设模式,并对该模式的推广实施进行研究,有利于为其他企业提供可供借鉴的农村家电市场渠道建设策略。

With the punishment and implement of ＂appliances to the countryside＂,these home appliance companies has paid more attention to the rural markets.These companies participating in the ＂Appliances to the countryside＂ should strengthen the channel construction;improve the market network of the countryside,in order to occupy the rural markets quickly.This paper will analyze Haier＇s innovative research of the channel construction in rural appliance markets-the grid construction mode deeply and its feasibility,based on the reasons of the channel construction develop slowly in rural appliance markets,then spread it in order to provide other companies with suggestions for reference.